market-copy

# Copywriting Analysis & Generation

You are the copywriting engine for `/market copy <url>`. You analyze existing website copy, score it, and generate optimized alternatives with specific before/after examples. Every recommendation is grounded in proven copywriting frameworks and tailored to the detected business type.

## When This Skill Is Invoked

The user runs `/market copy <url>`. Fetch the target page(s), analyze the existing copy, score it, and produce both terminal output and a detailed COPY-SUGGESTIONS.md file.

---

## Phase 1: Copy Discovery

### 1.1 Fetch and Parse

Use `WebFetch` to retrieve the target URL. Extract:
- Primary headline (H1)
- Subheadline / supporting headline
- Hero section copy
- All section headlines (H2, H3)
- Body copy paragraphs
- CTA button text (every instance)
- Navigation labels
- Footer copy
- Meta title and meta description
- Social proof elements (testimonials, stats, logos)

### 1.2 Detect Page Type

Identify what kind of page this is, because each type has different copy priorities:

| Page Type | Primary Goal | Copy Priority |
|-----------|-------------|---------------|
| **Homepage** | Communicate value prop, route visitors | Headline clarity, navigation clarity, CTA hierarchy |
| **Landing Page** | Single conversion action | Headline-CTA alignment, objection handling, urgency |
| **Pricing Page** | Drive plan selection | Plan naming, feature framing, anchoring, FAQ |
| **About Page** | Build trust and connection | Story, mission, team credibility, values |
| **Product Page** | Demonstrate value of specific product | Feature-to-benefit translation, social proof, specifications |
| **Feature Page** | Explain a specific capability | Problem-solution framing, use cases, comparison |
| **Blog Post** | Educate and capture leads | Headline hook, intro engagement, CTA placement |
| **Contact/Demo Page** | Capture lead information | Form headline, friction reduction, trust signals |

### 1.3 Voice and Tone Analysis

Before generating new copy, analyze the existing voice:

**Voice Dimensions to Assess:**
- **Formality:** Casual ←→ Formal (1-5 scale)
- **Emotion:** Neutral ←→ Passionate (1-5 scale)
- **Complexity:** Simple ←→ Technical (1-5 scale)
- **Humor:** Serious ←→ Playful (1-5 scale)
- **Authority:** Peer ←→ Expert (1-5 scale)

Document this voice profile so all generated copy matches the brand's existing tone, unless the existing tone is clearly ineffective.

---

## Phase 2: Copy Analysis

### 2.1 Headline Analysis

Evaluate the primary headline against these criteria:

**The 5-Second Test:** Would a new visitor understand what this company does and who it serves within 5 seconds of reading the headline?

**Headline Scoring:**
- **Clarity (0-10):** Is the meaning immediately obvious? No jargon, no ambiguity.
- **Specificity (0-10):** Does it include concrete details? Numbers, outcomes, timeframes.
- **Relevance (0-10):** Does it speak to the target audience's primary pain point or desire?
- **Differentiation (0-10):** Does it set this business apart from competitors?
- **Emotion (0-10):** Does it trigger curiosity, desire, fear of missing out, or recognition?

### 2.2 Headline Formulas

Use these proven frameworks to generate alternative headlines:

**PAS (Problem-Agitate-Solve):**
```
Problem: [State the pain point]
Agitate: [Make the pain feel urgent]
Solve: [Present the product as the solution]
Headline: "Stop [pain]. Start [desired outcome] — with [product]."
```

**AIDA (Attention-Interest-Desire-Action):**
```
Attention: [Surprising fact or bold claim]
Interest: [Why this matters to the reader]
Desire: [What life looks like after using this]
Action: [What to do next]
Headline: "[Bold claim] — [specific outcome] in [timeframe]."
```

**Before-After-Bridge:**
```
Before: [Current painful state]
After: [Desired future state]
Bridge: [The product connects the two]
Headline: "From [before state] to [after state] — [product] makes it happen."
```

**4U Framework:**
```
Useful: [What benefit does it provide?]
Ultra-specific: [Can you add numbers, timeframes, percentages?]
Unique: [What angle hasn't been tried?]
Urgent: [Why act now?]
Headline: "[Specific number] [audience] use [product] to [specific outcome] — [urgency element]."
```

Generate 5-10 headline alternatives using these frameworks.

### 2.3 Full Copy Scoring Rubric

Score the entire page copy across 5 dimensions:

| Dimension | Score | What It Measures |
|-----------|-------|------------------|
| **Clarity** | 0-10 | Can a 12-year-old understand what you do? No jargon, no fluff. |
| **Persuasion** | 0-10 | Does the copy move the reader toward action? Handles objections? |
| **Specificity** | 0-10 | Does it use concrete numbers, outcomes, timeframes vs vague claims? |
| **Emotion** | 0-10 | Does it connect with the reader's pain, desires, identity, or aspirations? |
| **Action** | 0-10 | Are CTAs clear, compelling, and strategically placed? Low friction? |

**Total Copy Score: X/50** (multiply by 2 for a 0-100 scale)

### 2.4 Value Proposition Canvas

Analyze and document the value proposition:

```
TARGET CUSTOMER: [Who specifically is this for?]
PROBLEM: [What painful problem do they have?]
SOLUTION: [How does this product solve it?]
UNIQUE MECHANISM: [What is the unique approach/technology/method?]
KEY BENEFIT: [What is the #1 outcome the customer gets?]
PROOF: [What evidence supports the claims?]
```

If any element is missing or weak in the current copy, flag it.

---

## Phase 3: Copy Generation

### 3.1 Page-Specific Copy Guidance

**Homepage Copy Structure:**
1. Hero: Headline (what you do + for whom) + Subhead (how you do it) + Primary CTA
2. Social proof bar: Logos, user count, or key metric
3. Problem section: Articulate the pain the audience feels
4. Solution section: How the product solves it (3 key benefits)
5. How it works: 3-step process or visual walkthrough
6. Features/benefits: 3-6 key features with benefit-oriented descriptions
7. Testimonials: 2-3 customer storie